INSIDE THE 2018 SPRING ISSUE - Angling Trade
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the buzz on the fly-fishing biz AT Has Gone Social
@anglingtrademedia
®
INSIDE THE 2018 SPRING ISSUE
Podcasts | Navigating Digital Display Ads | New Rod on
the Rack | Selling “Experience” | Facebook Marketing
| Quit Counting… and More
April 2018 AnglingTrade.com
the buzz on the flyfishing biz
CONTENTS ®
Features 36 Y O U ’ R E S E L L I N G
EXPERIENCES.
Editor
Kirk Deeter
kirk@anglingtrade.com
20 T H E P O D M A S T E R S .
If video killed the radio star, the podcast Managing Editor
might just do a number on the video star. Tim Romano
Check out the numbers some of the most tim@anglingtrade.com
successful podcasts earn.
By Geoff Mueller Art Director
Gizmos are cool. Some are even worth Tara Kester
24 NAVIGATING THE MUDDY your investment. But the smartest play is tara@shovelcreative.com
WATERS OF DIGITAL DISPLAY to realize that you’re really selling the fly- shovelcreative.com
AND PROGRAMMATIC MEDIA fishing experience.
BUYING? Editors-at-Large
By Joel R. Johnson
Joel R. Johnson
Geoff Mueller
Departments Copy Editors
Mabon Childs, Sarah Deeter
4 EDITOR’S COLUMN Contributing Editors
Tom Bie
Your head coming to a point trying to figure
Ben Romans
out where the real value is in digital marketing?
Steven B. Schweitzer
No problem; take these lessons to heart. Greg Vincent
By Zach Lazzari
Photos unless otherwise noted by
28 P R O D U C T S : T H E N E W Tim Romano
KID ON THE ROD BLOCK.
Angling Trade is printed twice a
year, supplemented with bimonthly
Tall Cotton. E-Newsletters by Angling Trade, LLC.
By Kirk Deeter Author and photographic submissions
should be sent electronically to
editor@anglingtrade.com.
8 CURRENTS Angling Trade is not responsible
for unsolicited manuscripts and/
or photo submissions. We ask that
contributors send formal queries in
A look at Reilly Rod Crafters. advance of submissions. For editorial
By Jay Cassell guidelines and calendar, please
contact the editor via E-mail.
30 FA C E B O O K M A R K E T I N G .
Printed in the U.S.A.
Advertising Contact: Tim Romano
Telephone: 303-495-3967
A few hot products (Smith combines tim@anglingtrade.com
Chromopop with Glass); How to Further
Kick Plastic; Pure Jungle Adventure; Why Mail Address:
AnglingTrade.com | April 2018
the ASA is Wrong on (and for) Marine PO Box 17487
Fisheries, People News, and more. Boulder, CO 80308
Everything you need to know about promoting Street Address:
your business though the world’s largest social 38 B A C K C A S T 3055 24th Street
Boulder, CO 80304
media player. The Unaccounted For.
By D. Roger Maves By Geoff Mueller AnglingTrade.com
3
E D I TO R ’ S C O L U M N
TALL COTTON was created), and people weren’t never happen, because A River Runs
spending money on leisure activities Through It was as much a culture-
like fly fishing (at least not like they changing phenomenon as The Wizard
did in the 1990s), things are now of Oz or Star Wars were.
indeed looking up. Angling Trade
conducts regular, if informal, polls of The good news is, this fly-fishing
its readers (the manufacturers and market, in this place, at this time,
retailers in fly fishing), and by and doesn’t need a movie to move things
large, we’re hearing positive things. along. As I have said many times
Gross sales are up, or at least holding before, fly fishing is inherently beautiful
stable, for those in this business who in its own right, and families crave
weathered the storm. wholesome connections to nature
more than ever before. Those who
There’s reason for continued “get it” will continue to get it, and
optimism. The stock market is those who could “get it” need only the
What you do when business times chugging along. Jobs numbers are opportunity to have the fire lit.
are good can be as much (or more) growing. Consumer confidence
of a challenge as figuring out what is high. Enthusiasm for fly fishing, The bad news is that those
to do when times are bad. specifically, seems to be experiencing opportunities are at great risk. And if
a rebirth. And that’s all great. we don’t bond together on issues like
When your back is against the wall, public lands and access… if we don’t
it’s pretty clear that belt-tightening But what goes around, comes around. draw a line in the sand to protect
is in order. But while you’re in “lean And what I’m telling you is that if all places like The Everglades and Bristol
and mean” mode, the smartest (and you’re doing now is harvesting the Bay… if we don’t seriously address
strongest) companies also often get tall cotton and running to the bank, the issue of climate change… if we roll
very focused with their marketing without some serious thought about over when people want to eviscerate
efforts, because that’s when the what might happen next, you’re clean water protections… if we don’t
competition is most vulnerable. That’s making a mistake. Maybe you’re in it reasonably protect the stocks of fish
when the herd is being culled, so if for the short haul, and that’s fine. But in our oceans… if we don’t step up
you’re strategic, and you’re nimble, it’s a marathon, not a sprint. efforts to make our sport younger and
and open-minded, and you rifle- improve diversity within fly fishing…
shoot, you have an opportunity to be After all, we’ve seen the “tall cotton” we risk pissing it all away.
standing stronger and more apart from phenomenon before. Robert Redford
the crowd when the storm passes. made a great movie (1992) that Don’t get me wrong. I think we’re
starred a budding actor named Brad collectively on the right track. Good
That’s one of the most important Pitt, that happened to be based on things are happening on all those
lessons my father (a 50-year veteran of one of the greatest novellas ever fronts. But the challenges are very real.
corporate America who worked with written (by Norman Maclean), that And we must do more. So go ahead,
some of the biggest consumer brands also happened to be rooted in fly and cut that tall cotton, and enjoy the
in the country) taught me. But he also fishing. Concurrently, the tech boom success you’ve undoubtedly earned
taught me that when times are good— was taking flight… thus Californians by sticking with fly fishing. We’ve
when the crops are tall and everything and New Yorkers bought half of dedicated most of this issue to concrete,
is looking up—complacency can kill Montana and Colorado, and the fly proven, expert advice that will help you
you “just as dead.” It just takes longer shop cash registers from coast to improve your harvest, right now. Free
AnglingTrade.com | April 2018
for rigor mortis to set in. coast rang and rang. of charge. That’s what we do. Our only
caveat is that we hope you’ll use this
I’m not trying to be a buzz-killer. After But some folks then spent the next information with a conscience.
so many years when the American 25 years wondering when the next
economy was in the doldrums (the great novella, or movie, would
recurring script since Angling Trade happen. Let’s talk truth: that might –Kirk Deeter, Editor
4
Every inch counts. They say most fish are caught at less than 40 feet… we say less than 480 inches.
AnglingTrade.com | April 2018
You took care to plan your stalk, ease into position, and perfectly time your cast to that hypercritical fish. Put the fly on target - and it’s game on.
Miss by a couple inches - and it’s game over. That’s why Scott has been designing and crafting rods for pin-point precision for over 40 years.
When you arm yourself with the right fishing tool, you’ll hit the mark more - and that means less cursing and more high-fiving.
Scott’s new G Series rods bring feel to those short- to mid-range casts with the stability to track true and the accuracy to place the fly on target.
They have great control for tricky mends and technical presentations, and they bend deeply and evenly to protect the lightest tippets.
So next time you plan to get up close and personal with a wary fish, take a G Series, because it’s only a matter of inches.
Scott Fly Rod Company | 2 3 5 5 A i r P a r k W a y, M o n t r o s e , C o l o r a d o 8 1 4 0 1 | 970-249-3180 | scottflyrod.com 5
Doesn’t matter how you get here.
Just don’t miss it.
The largest international gathering of fly fishing manufacturers,
retailers, sales reps, media and fly fishing organizations in the world.
• The International Fly Tackle Dealer show is the best time and venue to meet with
the industry – the people, products, innovations, emerging trends and the leading
brand presentations of the 2018/2019 fly fishing season.
• See all the latest gear, equipment, waders, fly line, tippet and accessories for the
2018/2019 season.
• Experience proven new ideas to grow your business and increase your customer
base through educational sessions.
• Save thousands of dollars by benefiting from show discounts from all of the fly
fishing manufacturers.
• Get new ideas and creative ways of growing your business by being at the center
of the fly fishing industry – the 2018 International Fly Tackle Dealer Show.
TM
Orlando, Florida • July 10-13, 2018 • www.affta.org
For exhibit space information please contact: Ben Bulis • 406-522-1556 • ben@affta.org
HATCHOUTDOORS.COM
CURRENTS
Check Out “The School of Trout” The Angling Trade editors are
honored and pleased to have
been invited to take part in a new
endeavor called the “School of
Trout.” https://www.schooloftrout.
com/ Guide, author, and
Conservation Hawks http://www.
conservationhawks.org/ lead man
Todd Tanner is the School of Trout’s
creator and headmaster. It’s a
weeklong school that will allow
students to dive into the sport of
fly fishing under the instruction of
some notable faculty members,
including Orvis’ Tom Rosenbauer,
legendary angler Craig Matthews,
artist Bob White, and author/
activist/guide Hilary Hutcheson.
The initial School of Trout will be
held at Trouthunter on the Henry’s
Fork in Idaho, October 7-13,
and it will focus on beginner to
intermediate anglers.
Affordable impulse items for
Books & DVDs anglers of all types & budgets The mission is straightforward:
help students dramatically improve
their skills and grow their passions
for angling by fully immersing in a
course created and led by a cadre
Hardcover: $39.95 srp
of recognized professionals who
have fished near and far, and who
HC: $17.99 srp
have worked for years to grow the
sport and protect its resources.
Maximum enrollment is 12 anglers.
If you know some potential
“students” who might want to apply
(over 16, and students 16-18 must
Hardcover: $145.00 srp
Softcover: $29.95 srp
be accompanied by an adult) and
DVD: $29.95 srp
take part in this unique opportunity
in one of the country’s classic trout
environs, please refer them to the
School of Trout website.
ANGLER’S BOOK SUPPLY 800.260.3869
Your assistance is greatly
Featuring the very best books, dvds,
calendars & gifts that fly-fishing has to offer. appreciated, and they’ll surely come
back eager for you to help them
www.anglersbooksupply.com continue their evolution in fly fishing.
continued on next page...
#COMEFISHING
Premium Hooks for fly Tying
Premium fly Tying Tools
Premium sPliT sHoT
People News:
Premium fisHing flies
your AmeriCAn sourCe
E-Mail: info@anglErsportgroup.coM
(800) 332-3305 Bernard “Lefty” Kreh, 1925-2018
continued on next page...No rod has ever silenced all the variables.
No engineer has ever found a way to transfer back-cast energy directly into forward accuracy.
No angler has ever erased all the doubt from his or her mind.
FIRST TIME FOR EVERYTHING.CURRENTS
Matt Smythe Heads that Scott Forristall has joined the
Communications for AFFTA company as President and CEO.
Scott has been involved in the
fishing and outdoor market for the
past 25 years. He started as GM
for Tycoon Fin-Nor and moved
to Eagle Claw Fishing Tackle,
then on to Johnson Outdoors
where he was the Director of the
Watercraft Business Unit. His most
recent position was VP of Sales
for Far Bank Enterprises. Scott
brings years of successful business
experience to direct the future of
Winston and Bauer.
*Stay tuned for the “Show” issue
of Angling Trade, where we will
The American Fly Fishing Trade kids, Smythe is an avid outdoorsman run a feature on the blockbuster
Association is pleased to announce who grew up fishing, bowhunting, and senior management team at Simms
that Matt Smythe has been hired as camping, learning how to fly fish during Fishing Tackle.
communications director. grad school—a passion that made a
profound impact on both his personal
“We are all excited to have Matt, with and professional life. Coupled with his
his considerable talents, join the AFFTA professional background in marketing
team,” said AFFTA president Ben communications at the national level,
Bulis. “His passion for the outdoors, his experience will be a huge asset to
especially fly-fishing, coupled with his AFFTA and its membership.
communications skills will ensure our
members and the public know about the
important work we are doing.”
IGFA Conservation Award
A freelance writer since 2011, Smythe
Winners Announced
has worked in advertising since 2004
holding positions from business
development to creative direction on The International Game Fish
brands like General Motors, Blue Cross Association (IGFA) recently
Blue Shield, Thomas & Thomas, and announced its 2018 Conservation
ScentBlocker. He’s also a filmmaker and Award winners honoring IGFA
published writer with stories and poetry representatives, individuals and
appearing in Fly Fish Journal, The corporations for their leadership
Drake, Midcurrent, Boating Magazine, on a range of angling-related
Southern Culture on the Fly, Post conservation topics.
AnglingTrade.com | April 2018
Magazine, and others. Forristall Takes the Helm at
Winston/Bauer “Conservation efforts that protect
An Army veteran and native of the our fisheries and waterways for
Finger Lakes region in western New York The R.L. Winston Rod Company future generations have been a
where he lives with his wife and three and Bauer Fly Reels announced cornerstone of the IGFA since
12UNI PRODUCTS J.G. Cote Inc.
1004 Principale
1939,” said Nehl Horton, IGFA Ste-Melanie, QC. Canada JOK 3AO
Tel: 450-889-8054
President. “Conservation requires Toll-Free: 1-877-889-8054
collaborative effort. Taking time Fax: 450-889-5887
to recognize those who work Email: info@uniproducts.com
alongside our organization in these
endeavors is critical to our mission NEW FOR 2018
and encourages more people and
companies to get involved.” UNI-Thread 8/0
Mahogany
Theresa Labriola and Bouncer Smith Waxed or Unwaxed
recognized with IGFA Individual on spools of
Conservation Awards 50 or 200 yds
Theresa Labriola is the Pacific
Program Director for Wild Oceans AXXEL 6
– an organization that partnered Orange and
with IGFA to pass the federal Billfish Salmon
Conservation Act in the U.S. Labriola on spools of
works diligently to remove drift 7 yds
gill nets from California waters;
conducts significant outreach to the
National Marine Fisheries Service,
Pacific Fishery Management Council Look to UNI for the best in spooled fly-tying materials!
www. uniproducts .com
and the California Department of
Fish and Wildlife; and has been
a leader in building a coalition
consisting of Coastal Conservation
Association California, IGFA,
American Sportfishing Association
and Wild Oceans to address a
variety of conservation challenges. unmatched knowledge and infectious said Smith. “I want to thank the
love of the sport. Smith has IGFA and its members for their
participated in numerous important daily efforts toward fisheries
“I work to make sure the voice of conservation.”
tagging studies for saltwater species
recreational anglers is heard above
and is a staunch proponent of
other interests,” said Labriola. “For Steve Yatomi receives the IGFA
catch-and-release methods. Smith
me, it’s about pushing fisheries and Representative Conservation Award
was one of the first captains in
commercial fleets to use cleaner,
South Florida to start using circle
more sustainable gear and making For three years, Steve Yatomi has
hooks and has also participated
sure the big fish we love to catch will worked with the Apoteri Village in
in several scientific studies that
be there in the future.” Guyana to develop a sustainable
documented their efficacy as a
conservation tool. Furthermore, his fishing ecotourism program that
Since he first started captaining influence in fishing clubs and with helps the village gather income
boats at age 19 in South Florida, tournament organizers was crucial in and provide jobs for area youth.
AnglingTrade.com | April 2018
Bouncer Smith has been an the acceptance of circle hooks in all The project has raised more than
institution in the offshore fishing billfish tournaments in South Florida. $384,000, led to five IGFA World
world, serving as mentor to many Records on fly-fishing tackle; and
anglers on issues of marine “I’m striving to give fishing to expanded to include a stretch of fly
conservation and sharing his our children and grandchildren,” fishing-only water that will create up
continued on next page... 13CURRENTS
to 100 additional jobs for villagers. change for the planet in their own about conservation and fly-fishing
Committed to the success of the backyards and waterways. equipment and techniques.
operation, Yatomi spent 200 days
on site this past year alone to help
Product News: DOWN BY THE RIVER has already
develop the project and is currently garnered advance praise, including
A Book to Sell:
looking for volunteers interested in a starred review from Kirkus calling
donating their time. it an “authentic, heartwarming
story,” as well as kind words
Patagonia earns the IGFA from industry heavyweights Yvon
Corporate Conservation Award Chouinard, James Prosek, Chris
Santella, and John Gierach.
Patagonia focuses on making
products from materials that have
The “deep review” product news
low ecological footprints, including
is naturally going to be loaded
hemp and organic cotton as well as
into the Show Issue of Angling
recycled polyester, nylon and wool.
Trade, which prints in just a couple
Since 1972, through its membership
months. If you want to jumpstart
in “1% For The Planet®,” Patagonia
DOWN BY THE RIVER your product, and want it in there…
has donated more than $74 million
to thousands of community-based please send it to us now.
Consider adding DOWN BY THE
groups working to create positive
RIVER, a heartwarming picture For now, here are two products
book about fishing and family, we think are worth a hard look…
to your book section this spring.
Written by Andrew Weiner, a
longtime publishing industry vet and
illustrated by rising artistic star April
Chu, DOWN BY THE RIVER follows a
young boy as he discovers fly fishing
with his mother and grandfather.
We’ve reviewed a copy ourselves,
and found it to be beautifully
produced, from words to images. It
is an excellent choice as a gift to the
young angler, the would-be angler,
or the parent or grandparent who
wants to nurture a future angler. Smith Optics: ChromaPop…
in Glass.
DOWN BY THE RIVER is a
I like Smith ChromaPop lenses, and
celebration of the power of the
sport to draw families together have since they were introduced a
and back to cherished natural few years ago. Playing off the green
places. It is a multigenerational center of the spectrum, Smith claims
family story and the heart of the these lenses accentuate the way
book is young protagonist Art’s we see things. Things do indeed
relationship with his grandfather. “pop” or stand out a bit (at least
Based on the author’s own decades in my mind) which is an obvious
of experience fly fishing, the book advantage for the sight-fishing
exudes a strong regard for nature. angler. So I do drink the Kool-Aid
It includes extensive backmatter to a degree on the technology.
continued on next page...CURRENTS
Costa Silver Sunrise Glasses
Another relatively new lens I’ve
been testing and fishing a lot r
ecently is the Sunrise Silver Mirror
from Costa. As the name implies,
it’s a low light, early morning or
evening lens. I think it might very
well be the best early morning
tarpon flat lens out there—ideal for
situations where the light is lower
and the sun is not at full intensity,
but there’s still glare on the water. I
also wouldn’t undersell it, however,
as a midday flat light (overcast
conditions) lens for use in most trout,
steelhead and salmon situations.
I think the mirror aspect does a lot to
knock back the glare, and I like this
particular tint a whole lot more than
I do a simple yellow lens. For my
money, low-light fishing conditions
really do require a special lens (you
But I like glass lenses more. Always both bright and overcast days, and can switch to almost anything in
have, always will prefer the clarity… I will vouch for the “kicked up a the middle of the day… your call)
which in and of itself seems to be as notch” performance of glass met but as early mornings and evenings
important as any lens technology, in with ChromaPop. I’m at the age are typically the “magic hour” for
many fishing environs, I’d counsel
my opinion, provided I land on the when I need magnification to tie on
customers to make sunglasses for
right tint for the right conditions. a fly, especially in low light (if it’s
these times a priority.
Problem was, you couldn’t enjoy bright enough outside, I can still
the advantages of glass with the go without and tie flies on fine… To me, that really boils down to
advantages of ChromaPop at the apparently, it all has to do with the a few options, but the ones I like
same time… until now. Smith has brightness factor. The brighter it is, best are Smith’s Low-Light Ignitor,
applied ChromaPop on glass lenses, the better I still see at close range.) and now the Sunrise Silver Mirror
and will begin marketing these Wearing these glasses, I can tie from Costa. Everyone has their own
glasses this summer. I see that as the on flies in dimmer conditions than preferences (and eyes!) but these are
the two lenses I recommend most.
whole concept really reaching fruition. normal. Moreover, I can see fish at
greater distances with more clarity.
AnglingTrade.com | April 2018
On another, perhaps equally
I’ve been field testing a pair of I’ve been testing the “Guide’s
important, note, I will admit that
ChromaPop glass sunglasses for Choice” with brown lenses. Of I tend to bounce back and forth
the past month. I’ve worn them course, everyone is different, but this between Costa and Smith optics
skiing, done some trout fishing on is something you should check out. most for another simple reason—
16Costa Silver Sunrise Glasses
these are the two companies that products, but few do nearly as much
have shown the longest and as Costa does for the sport. That
strongest attachment to fly fishing in should matter.
general, and fly dealers in specific.
Costa now leads by best example. Get serious about “Kick Plastic”
There are a lot of other eyewear with the HydraPak Expedition 8L
companies that come and go, and
some of them actually have great I’ve sworn off plastic bottles on
my boat (and in my car, my pack,
etc.) but a lightweight, feasible
lid and try to pour out of a soft-
eco-friendly for large amounts (all
sided vessel every time you want
day supply) of H2O aren’t that easy
water. It doesn’t drip, and though
to come by. The new HydraPak
I’ve been pretty rough on mine, it
Expedition 8L ($60) is a really, really
doesn’t leak either. Granted, you’re
smart option.
not going to carry this amount of
water on your back or hip. This is a
It’s flexible, so it packs down and
weighs very little when it isn’t filled basecamp option, or a boat option,
with water. When filled, however, or an option for keeping in the back
it holds 8 liters, which I’ve found of the vehicle. One non fishing
to be just about the right amount use I’ve found for this HydraPak is
for three people in a dory. I fill keeping a water supply in the back
it with fresh water, lay it on ice in of my truck for my hunting dog.
the cooler, and boom… ice cold We’ll go work the field, come back
AnglingTrade.com | April 2018
hydration is at hand, all day long. to the truck for a break… I pull out
What I really like about this product her bowl and open the spout… and
is that it has a “plug-and-play” she’s back in business (and very
spigot (like a valve on a beer keg) so happy) after a long, cold drink. It’s
you don’t have to open the whole probably the best hunting dog
continued on next page... 17CURRENTS
BACK BY ISSUES: Benefiting Louisiana’s Estuaries
POPULAR DEMAND in St. Bernard and Plaquemines
Slim Line
parishes, Louisiana; Torres del Paine
tm Legacy Fund in Torres del Paine
National Park, Chile; and the Punta
FLY BOXES
QUALITY • TRADITION • SINCE 1860
Allen Primary School in Punta Allen
Mexico.
YDCCF provides a mechanism for all
anglers to support the destinations
This style box has S TA N D A R D
not been available and communities they care about
since 1950 and help other nonprofits and
businesses connect with local
communities on-the-ground. As
SLIMLINE
anglers, this work not only fulfills the
Yellow Dog Flyfishing Adventures responsibility to be good stewards
50% the width of a standard Wheatley
box, with the same fly capacity. Gives Back to the Communities of fisheries resources, it also defines
and Fisheries Anglers Care About our legacy for future generations.
The Yellow Dog Community and On hearing of their grant award
Conservation Foundation (YDCCF) Charlie Conn, Executive Director
was established in 2016 by of The Taimen Fund (TTF),
Yellow Dog Flyfishing Adventures commented: "TTF greatly admires
to support the local fisheries, YDCCF's commitment to work
ecosystems and communities with local communities to protect
where Yellow Dog customers fisheries worldwide. We are
travel and where great angling honored to receive a grant from
Ideal for Trout, Steelhead YDCCF and look forward to growing
is found. During 2017, YDCCF
and Salmon flies. a long lasting partnership with a
leveraged more than $42,000 for
• Available in all clip, “Easy Grip”, committed organization."
“Easy Slot”, “Flat Foam”, “Tube Fly”, grass-roots projects in Alaska, the
and “Build Your Own” configurations Bahamas, Belize, the Cook Islands,
• Anodized in Silver (clear), Black, Cuba, Florida, Idaho, Mexico and “Giving back is the right thing
and Forest Green
• GraFx Anodize available upon Montana. to do, and this Foundation is the
request perfect mechanism that allows
our company and our clients to
www.REC.com The Board of YDCCF met again
make a difference in so many of
on March 6, 2018 and approved
sales@rec.com another $20,000 for eight new these areas,” says Yellow Dog
860-749-3476, X-202 grants to projects in Belize, Chile, Flyfishing Adventures Co-Founder
Louisiana, Mexico, Mongolia, Jim Klug. "The Yellow Dog model
and Montana. These newest has always included philanthropy,
grants are illustrative of YDCCF’s and now through YDCCF, we can
continued commitment to support more relevant projects and
fisheries restoration, protection leverage even more money in the
AnglingTrade.com | April 2018
and education, and community communities where we work, fish
water supply option I’ve ever used. and travel.”
assistance. Groups funded include
It’s easy to carry with a handle,
and doesn’tleave your car or boat the Madison Conservation District
littered with plastic jugs or bottles. in Ennis, Montana; the Taimen For more information about YDCCF,
Conservation Fund in the Eg their grants, and how to apply,
–KD Watershed, Mongolia; Anglers please visit www.ydccf.org
18If you want to stay in the loop with the latest information related to the business of fly fishing as it happens, be sure that your information is up to date in the Angling Trade database. We simply want to be sure we have accurate info on who you are, where you are, and what you do in this industry. Please help us so we can continue to help you. Thank you. Visit anglingtrade.com/subscribe/ * If a current subscriber please be sure to check the “I’m a current subscriber” box. AT Has Gone Social… Please Check That Out (and Like Us) Some of you may have already noticed that Angling Trade is making a strong social media push of late. While we remain primarily a business-to-business media company, we are going to be expanding the offering, primarily by doing a LOT of product reviews. Check us out on Facebook and Instagram. Follow @anglingtrademedia
FEATURE
THE PODMASTERS
Written by Geoff Mueller
With all the ways in which to convey screaming toddlers while in transit to pods a year later.
a fly fishing thought these days, one tranquil flats or for staying on-mission
might assume that the basic spoken during a marathon road-trip to the “We were struggling with drought
word has lost some of its luster. If cutty kingdom. conditions in the area,” he says, “and
you’ve been following the growth I was looking for something to be
of podcasts over the past several And whether or not you’re currently positive about, as well as a means to
years, however, you’re likely hearing listening or creating, paying attention spread that positivity and contribute
a different story. to all this pod-making could be worth to the conversation.”
your while.
The long-form friendly medium, During those parched times,
loosely defined as audio created at At least it has been for Jim Litchfield, Litchfield was building his email list,
AnglingTrade.com | April 2018
least in part for digital release, is the owner of northern Nevada’s Reno writing periodic blogs, and managing
abundantly available and topically Fly Shop, who’s both an avid pod a growing customer base at the
bottomless. That also goes for its crafter and consumer. After opening shop. The podcast was a natural
deep anthology of fly fishing-centric his brick-and-mortar business in April progression, he says, another tool in
pods, perfect for drowning out 2014, Litchfield went live with his first the kit to reach more people. The
20FEATURE
enjoyment and human engagement of an idea back in 2014, during her
than anything else. “Honestly, I just steelhead guiding days on the Dean.
like them,” he says. “Even before “A place for stories from people
the term ‘podcast’ was coined, I was who maybe don’t have social media
listening to recorded lectures from platforms,” she adds, “people who
Stanford [University].” Today, rarely a my generation have maybe never
day goes by without Litchfield receiving heard of.”
an organic reference to the podcast,
wholly unsolicited from the customer. Vokey’s guest list is good. Especially
“We may not have a huge following if you’re into the historiography of
like April Vokey, or someone like that, steelheading across the loamy, moss-
but I feel like our pods are impactful cloaked Pacific Northwest. To that end,
nonetheless.” from Waller to Trey Combs, and from
Jerry French to John McMillan, you’ll
Reno Fly Shop Pod has since evolved Good stories are indiscriminate. They find a collection of narratives on topics
into a regular source for regional don’t care whether they’re watched, from moviemaking to writing, and from
fishing information, plus more. read, or listened to. You may have Intruder tying to conserving steelhead.
enjoyed Fight Club as directed by But furrow deeper into the marrow
“I try to mix it up and provide different
David Fincher, or preferred it in book and you’ll also find conversations
things to different people—everything
form as written by Chuck Palahniuk, or with noted outdoors names such
from technical fishing stuff to color
favored an audio reading as conveyed as Steven Rinella (author and fellow
pieces that focus on lifestyle,” Litchfield
by an anonymous voice. All that podcaster) and Les Stroud (of TV show
says. “It’s also really opportunistic. If I
matters is that Tyler Durden exists Survivorman fame).
have access to someone interesting, I’ll
to beat the shit out of monotonous
sit down with them on Skype, record it, Donald Trump Jr.—hunter, fly fisher,
entertainment. It’s then up to you to
then drop it in and go live right away.” son of POTUS—even gets a seat at
choose the medium that bests suits
Recent guests range from Montana your consumptive habits. the mic.
streamer-swami Kelly Galloup to
Nevada-based biologist and taimen For Vokey, podcasting it the preferred
researcher Dr. Sudeep Chandra. And method for sharing rich stories
in addition to picking the brains of centered on people of historical note,
intriguing personalities, Litchfield living in the fly-fishing community—and
uses his pods to promote local fishing sometimes outside of it, resting on the
opportunities, from conditions for fringe. As Litchfield notes, Vokey’s pod,
the Pyramid Lake opener to hatch Anchored, is a colossus in the fly-fishing
happenings on the Truckee. What you realm. During the span of its now
won’t find, surprisingly, are product 70-episode upbringing, it’s collected
plugs. That could pivot, Litchfield more than 4.5 million downloads.
says, with the pending launch of an Steelheader Lani Waller, interviewed
e-commerce site. For now, however, inside a dank wall tent in northern
he’s stashing away good granular data. B.C., was Vokey’s first rap session. She
“That info’s absolutely fascinating, and hoped the episode might pull in a
hundred or so listeners. So far it’s been “The standard fishing story—tell me
AnglingTrade.com | April 2018
when I do launch my ecommerce site,
heard by hundreds of thousands. your favorite place to fish, or tell me
I’ll have some very good analytics to
your favorite 5-weight—doesn’t appeal
apply toward targeted advertising.”
“From the get-go, I thought it would to me, and it doesn’t fit with my format,
Meantime, Litchfield is churning be this underground deal,” Vokey says which is more just about bringing good
out fresh pods more for personal of her pod, which began as a kernel storytelling into the fold.”
continued on next page... 21FEATURE
Rosenbauer home in on the wants and
needs of his audience. “As a marketer
it’s gold, because it gives me a really
good feel for what people understand
and what they don’t,” he says. “So when
we’re trying to create catalog or website
copy, or tech bulletins—I know the
questions that people want answered.”
Like Litchfield’s fly shop episodes, the
Orvis pod generally skips direct sales
pitches. “I don’t think we have to,”
Rosenbauer says. “From the beginning,
we’ve always been about education and
Donald Jr., who Vokey says was a toss- Guide Podcast. Here, listeners get the about building our brand as an authority
up for inclusion, ultimately fit that mold, nuts and bolts on reading water, tying in flyfishing. It builds trust and loyalty in
because people were pining to hear knots, making casts, and matching people when we don’t blatantly try to
a Trumpian POV on the public lands hatches. It’s a detailed dose of service-y sell them something.”
debate. Vokey says she took some flack information that, thanks to Rosenbauer’s
for the interview, which included a rebuttal wry sense of humor, is driven by a It’s a soft pitch. And with all the way to
from Patagonia. “I knew there would decidedly fun streak. convey a flyfishing thought these days,
be some blowback, but it’s my job as an this one—when done well—comes with
interviewer to capture the story; and it’s up Rosenbauer says his rise to Orvis a captive audience. For Litchfield, that’s
to the listeners to then decide how they Podfather was accidental. It all began where its value lies: “I think it’s critical.
feel about it,” she says. “If anyone wants a decade ago when the mega-brand’s And I’m surprised more fly shops aren’t
to argue with me that Don Jr. isn’t an now former social media director, doing it.”
influential and informed outdoorsman— James Hathaway, pitched the plan
whether good, bad, or otherwise—I’d tell to his skeptical supervisor. “I thought Fill Your Ears
them they’re on drugs.” it was a dumb idea... but anyways,
James persisted and convinced me to Three more fishy pods for your
do it,” Rosenbauer says. “I thought it springtime playlist.
If politics makes you want to down
was strange because flyfishing is such
a mouthful of valium, don’t worry, The DrakeCast
a visual sport. What are you going to
the majority of Anchored’s featured
do with a podcast that’s going to help
personalities have never run for office.
people?”
Vokey’s most memorable interview thus
far was with flyfishing trailblazer Joan Hundreds of episodes downloaded
Wulff. “She’s a hero of mine,” Vokey by hundreds of thousands of listeners
says. “It was really special to be able to later, clearly, the answer is plenty. The
sit across from here, at her own table, Orvis pod has spawned a dedicated
and to look into her eyes and to hear fan base focused on learning. And
about all the things she’s seen.” Rosenbauer says it’s been a runaway
success, underscored by the daily
AnglingTrade.com | April 2018
Veteran Orvis marketer, Tom correspondences he receives from
Rosenbauer, has also seen a thing or people expressing their appreciation for
two in his day. And more often than not, the kind of information that makes their
he’s talking about what he’s witnessed— fishing more productive… and fun.
on the water—as the frontman of Orvis’ Hosted by editor, angler, and minivan-
successful how-to spiced Fly-Fishing Hosting the show has also helped owner Elliott Adler, The DrakeCast is a
22FEATURE
“It’s a soft pitch. And with all the way to
convey a flyfishing thought these days, this
one—when done well—comes with a captive
audience. For Litchfield, that’s where its
value lies: “I think it’s critical. And I’m
surprised more fly shops aren’t doing it.”
world-traveling pod driven by the kind Jason Rolfe is an Olympia, WA-based
of stirring storytelling you’ll find in The fly-fishing guide and writer, with a
Drake Magazine. You’ll like it because passion for catching bright steelhead
unlike dull pods recorded within four and conveying brilliant stories. The
walls, Adler ventures into the river, or Fly Tapes was born of Rolfe’s road-
onto the skiff, bringing audiences along tripping “Writers on the Fly” event
for the experience with each sharp, series, which features live readings
well-crafted episode. Subscribe via from some of the industry’s leading
iTunes, Stitcher, or Soundcloud. scribes and scribblers. “I’m really
worried less about all the fishing
The Fly Tapes people do,” Rolfe says. “Instead,
the pods focus on who people
are and creating a space for good
conversations on why people do what
they do.”
www.syzygyflyfishing.com/ the country. It’s a format “loosely
based on fly-fishing,” Littrell says.
Tailer Trash Fly Fishing “It’s more about the social event. The
AnglingTrade.com | April 2018
byproduct is us recording how stupid
Larry Littrell, one of a handful of we are. And people, amazingly, listen
beer-seasoned voices behind the to it.” Tailer Trash is the antithesis of
Tailer Trash fly-fishing pod, helps the instructional pod, and you’ll be
bring a distinct South Florida vibe amazed when you can’t stop listening
to curious eardrums from across to it either.” Available on iTunes.
23FEATURE
NAVIGATING THE MUDDY WATERS
OF DIGITAL DISPLAY AND
PROGRAMMATIC MEDIA BUYING
Written by Zach Lazzari
Has an agency or ad tech sales direct conversations with ad tech time exclusive to Fortune 500 level
rep knocked on your door with a sales reps or their agency partners. spending power capable of meeting
complex pitch involving programmatic Most fly shops, outfitters and smaller budget minimums of $10-20k per
display advertising? If not, it will brands have been excluded from month. The market has evolved
likely happen soon, and educating programmatic buys but are likely in as more agencies and individuals
AnglingTrade.com | April 2018
yourself is a matter of protecting the crosshairs of sales teams as spend become privy to the high margins
your bottom line while maximizing minimums drop and an increasingly and profit potential. But what is
return on your ad dollars. The larger competitive market races to swallow programmatic display exactly and how
manufacturers in the fly-fishing every available ad dollar. is it most beneficial to the media mix
industry are likely familiar with the of fly-fishing brands, outfitters and
world of digital display and have had The digital display market was at one retail outlets?
24FEATURE
Programmatic Display Advertising
in Simple Terms
"Ad networks occupy the upper tier of this food
Display ads are present on
nearly every major digital outlet chain and there’s really only one. Google rules the
in existence. Display refers to
the banner advertisements on
land. Bing and Yahoo have networks but they are a
any given website in desktop,
tablet and mobile formats. The
units can show static, dynamic or
sliver of the market and are more oriented towards
video advertisements. In essence,
display is simple and doesn’t
paid search advertising."
differ much from a magazine
advertisement. Programmatic
simply refers to real-time buying
and selling of display ad space. The and the system provides an efficient a DSP service like DataXu to access
transactional sequence connecting platform to buy and sell display inventory, data and ultimately
the advertiser’s creative unit to ad space for desktop, tablet and deliver ads. Some creative agencies
the display ad space is, however, mobile devices. Publishers connect do this in-house but many openly
fundamentally flawed. their inventory and advertisers contract or whitelabel the ad tech to
purchase through this system. While manage this complex process.
Ad network - Exchange - DSP - it’s not all that simple to execute,
Ad-tech - Agency. The general buying and selling ad space is the Is Display Bad?
flow of things. primary function of the exchange.
Display advertising is an effective
I won’t blame you for scanning this DSP’s (or demand side platforms) medium when executed in an
section and jumping to the end. sit on top of the exchanges and are honest digital environment.
It’s overly complex, marginally used by ad tech companies and Sadly, the latter marketplace is
important and I’ll eventually boil it sophisticated agencies to access rich with fraud and your dollar is
all down to a few important points. and utilize some serious first and chopped to pieces as it passes
In the meantime, here’s how it all third party data sets. Ever feel like through multiple middlemen. The
ties together. your digital activity is constantly extensive spreadsheets and reports
monitored and stored? This is where delivered might look great with
Ad networks occupy the upper tier that data is accessed and utilized. big impression numbers but unless
of this food chain and there’s really Stored contextual and behavioral you are tracking conversions and
only one. Google rules the land. data is used to determine how you know your actual CPC (cost per
Bing and Yahoo have networks but navigate the Internet and when you conversion), they aren’t really telling
they are a sliver of the market and are most likely to make a purchase. the whole story. Here’s where your
are more oriented towards paid The behavioral data collected is money is really going in the current
search advertising. intensive, to say the least, but it display marketplace:
functions as a great tool for tight
Ad networks have exchanges targeting and retargeting campaigns Fraud - It’s no accident that fraud
AnglingTrade.com | April 2018
where ad servers make transactions that convert well. It also means is rarely tracked and reported. I’ve
possible. Each exchange acts like consumers are served ads relevant heard ad-ops teams reporting fraud
a stock markets where inventory is to their interests. at 50-70 percent in many cases.
bought and sold through a real-time Fraud tracking software is available
bidding system (programmatic). Ad tech and agency providers either but is costly and not always
DoubleClick is Google’s exchange use Google’s DoubleClick directly or accurate. Unless you are running
continued on next page... 25FEATURE
six-figure campaigns, realistic fraud access major publications and while it inventory on the cheap, one of the
tracking is likely not an option. feels great knowing your ad is serving major benefits of the whole system.
According to a 2017 survey, 75 on The Wall Street Journal, it doesn’t In a fraud-free world, this would be
percent of clicks on 300x600 display necessarily mean the ad is seen by great but the current ecosystem is
units are fraudulent (pixalate.com). your audience. Remnant inventory unpredictable at best. Personally,
WhiteOps.com reported a massive means your creative is showing in I’d rather pay more for a few real
7.2 billion loss to ad fraud in 2016. the obituary section (backpages), customers than less for thousands of
Industry leader Ad Age also made typically below the fold where it’s fraud bots. Creative agencies often
a 2015 claim stating one in every happily pinged by fraud bots. This take a simple 20-percent cut against
three dollars goes to fraud. Fraud is bottom of the barrel inventory. your spend. This is expected and
is an industry in itself and losses are Remnant inventory can be tracked very acceptable in the agency-client
ultimately eaten by the advertiser. and mitigated but again, small relationship. A valued agency partner
spends simply don’t get any love and is a major asset for many business
Remnant Inventory - When you sign most moderate budget campaigns models. The ad tech take is upward
a campaign deal, requesting your will deliver to 80-percent or greater of 64-percent which is an exorbitant
whitelist and blacklist is a prudent remnant inventory. margin and motive to hard sell
practice. You want to know where display campaigns with the primary
your ads are serving (whitelisted) Pricing - Ad tech and Agency Cuts - KPI (Key Performance Indicator)
and you want to avoid sites that There are numerous pricing models of brand awareness. Awareness
are either competition or low but the CPM is most common. It campaigns are the lowest cost, least
quality (blacklisted). Sales reps and stands for Cost per Mil which is cost effort, highest-margin option for the
account managers love the wow per 1,000 impressions (not clicks, ad tech. They are also the lowest
factor generated by whitelist name engagements or conversions). Real yield for advertisers.
dropping. A small business can time bidding means you can access
"Fraud tracking software is available but is costly and not always accurate.
Unless you are running six-figure campaigns, realistic fraud tracking is
likely not an option. According to a 2017 survey, 75 percent of clicks on
300x600 display units are fraudulent (pixalate.com). WhiteOps.com reported
a massive 7.2 billion loss to ad fraud in 2016. Industry leader Ad Age also
made a 2015 claim stating one in every three dollars goes to fraud. Fraud is
AnglingTrade.com | April 2018
an industry in itself and losses are ultimately eaten by the advertiser."
26"The highest yield, lowest cost digital marketing programs
for fly fishing and outdoor industry business models is
ultimately through organic reach and a well-planned
approach to paid media. Create original, engaging content
and build an audience by sharing this content through your
website, newsletter and social channels."
PMP Solutions with great engagement at a fraction your own goals and hold the vendor
of normal costs. The network is accountable.
The private marketplace is a great Traffic Junky and they manage
solution to combat the fraud and advertising on all of the major porn An outfitter paying a five-dollar CPA
confusion associated with display. sites. It’s nothing short of ironic and booking 20 percent of the leads
This is essentially a rolodex style deal that porn is the most honest and is averaging $25 per booking. Not a
where the advertiser deals through accountable platform in the business. bad deal if the vendor can actually hit
a single broker or directly with the Mainstream businesses tend to avoid that mark. Achieving a result of that
publisher. The CPM or flat rate price this network with fears of negative nature requires more man hours and
is typically higher but you know brand association. If you don’t mind less margin for the vendor. Don’t be
exactly where the ad displays and the association, spend minimums surprised if they avoid that route and
ultimately you get more bang for your are extremely low and testing the push for awarenessonly campaigns.
buck. A PMP buy is ideal for the fly platform is easy.
fishing industry where a few websites Diversify Your Media Mix
have a large majority of the organic Safety in Conversion Campaigns
traffic. Advertisers can still monitor The highest yield, lowest cost digital
impressions, clicks, behavior and If you are dead set on running a marketing programs for fly fishing and
conversions while testing and rotating programmatic display campaign, outdoor industry business models is
different creative assets to find force the hand and push for a CPC or ultimately through organic reach and a
your most effective units. Consider CPA. The cost per conversion means well-planned approach to paid media.
brokering direct deals until the fraud you can track your dollar down to Create original, engaging content
issues and high margins are resolved the purchase level, a good option and build an audience by sharing
in the larger marketplace. for ecommerce and realistic ROI this content through your website,
measurements. CPA means cost per newsletter and social channels.
Traffic Junky - The Best Impressions acquisition and works well for lead Advertising through social media, paid
Money Can Buy generation. Booking agencies, lodges search, display and traditional media
and outfitters can take this approach will deliver an audience but great
One low fraud, low cost ad network and monitor the quality of their leads content and customer service builds
does exist for bold businesses. Ad while measuring ROI as well. You loyalty, creates a community and keeps
units reach highly targeted audiences can negotiate a CPA or CPC to meet those people coming back.FEATURE
COMPANY PROFILE: REILLY ROD
CRAFTERS – NEW KIDS ON THE BLOCK
Written by Jay Cassell
If you’re in the fishing tackle business, remain profitable, much less start a time who feel the same way. ‘Where
chances are you attend the annual business and make it work? are the fly rods that I grew up on?’
ICAST and International Fly Tackle they’ll ask. ‘Where are the rods we
Dealer show in Orlando, Florida. This is One business that is making a serious learned on?’
the main event, the monster trade show go at it is Reilly Rod Crafters. Based in
where manufacturers from around the Palmyra, Virginia, Reilly specializes in “I wanted to make rods that pretty
world display their products and write making affordable, user-friendly fly rods, much anyone can handle, whether
up orders with buyers who, in 2017, three of them signature series with Stu they’re beginners or are well into their
came from 73 countries. According to Apte, legendary fly tier Chuck Kraft, and careers as fly fishermen.”
recent estimates, the tackle business Florida bass guide Joe Mahler. I tracked
accounts for $40 billion dollars in down President Chris Reilly and asked Stu Apte, multiple IGFA record holder,
AnglingTrade.com | April 2018
retail product sales just in the U.S. him what his company was all about. told me that many manufacturers are
The competition is intense. In fact, producing fly rods that are primarily fly-
according to the ICAST catalog there “One of the things that motivated casting rods, rods that you can take out
were 111 dealers in the ‘Rods and me to get into fly-rod design was my on the lawn or pond and practice with.
Rod Accessories’ category alone. How loathing of very fast action rods,” he
on earth do you stay in business and told me. “And I run into people all the “As far as I’m concerned, these are not
28FEATURE
They’re all over the board. It’s really
a matter of how the rod and line feel
together.”
Mahler also helped Reilly develop
a unique pro staff program. Instead
of only giving pro staffers free or
discounted rods, Reilly puts rods on
guides’ boats so clients can fish with
them if they want to.
“When people have a good day of
fishing, and they were casting well, at
the end of the day they’ll ask about
the rod. Chances are they may buy
fly-fishing rods,” he said. “I designed my show up with $1000 fly rods that they one. So If I’m responsible for that sale,
Stu Apte Series Fly Rods to be the easiest have no business handling. I should benefit. Our pro guides have
casting rods on the market. They let cards with promo codes on them, and
you make presentations with ease...and “Chris came to me and asked if I would the client will get 15 to 20 percent off
that translates into improved accuracy.” design some rods for him. What I the rod if they use that code when they
Put another way, Apte’s rods let you wanted was a rod that is easy to cast, order online. The guide also gets a
concentrate on your presentations, on even at short distances, and one that percentage.
your fishing, as you don’t have to worry you can feel load up. A lot of these
so much about your casting. new, high-modulus, stiff rods, you
“Realistically, you can’t go into a shop,
can’t feel them load. I also wanted
pick up a rod, shake it a bit, and say
According to Reilly, “Stu’s rods are great something that was accurate. And these
yeah, this feels good, I’ll buy it. It’s
all-round rods, but where they shine is rods are. They’re especially good for
better for a potential rod buyer to
making what Stu calls ‘fast casts.’” As anglers who might have trouble with
spend time with a guide who knows
Reilly explained, Stu’s rods let you shoot the high-modulus rods.
the rod and can explain it, can help the
out 65 to 75 feet of line with a minimum client cast it. And there is no pressure. If
of false casting. “If you’re trophy fishing, “Don’t get me wrong, there are great a client likes the rod, great. If not, that’s
you need to get that fly where it needs high-modulus rods out there. And if fine too.”
to be as quickly as you can,” Reilly people like them, that’s fine. But my
concluded. Which is what Stu’s rods do. rods are just easy to cast at normal Reilly Rods is making reasonably priced,
casting distances. Plus, they’re priced made-in-the-USA rods that cast well
“Chuck’s rods have a little bit faster reasonably.” and accurately. Each line of rods is
action,” Reilly continued. “I’d call slightly different, so getting out there
them moderate-action rods. They’re a The third signature series of rods was and using them will help you make your
bit heavier than some of the fast rods, designed by Joe Mahler, who guides in decision, if you’re in the market for a
but who cares about a few tenths of Florida, mostly freshwater for the likes new rod.
an ounce?” of peacock and largemouth bass.
AnglingTrade.com | April 2018
“We got back into making fishing
Kraft describes his rods, which are all “I’ve got a 5/6 and a 7/8 in my series, rods,” Chris Reilly sums up. That idea
four-piece rods, Weights 5 to 8, thusly: because these are the types of rods I is working and the company is gaining
“I’ve been guiding for smallmouths for use every day,” he said. “And I wanted traction. Just don’t be surprised if
30 years,” he told me. “And over the two rods, because I don’t think line you end up fishing with a Reilly rod
years, I can’t tell you how many anglers designations mean much anymore. someday.
29You can also read
